Black Friday and Cyber 5 Holiday Ecommerce Data and Trends

Ecommerce Holiday Season: Black Friday, Cyber Monday and Cyber Week

By Farnia Ghavami  |  Updated December 2024

2024 U.S. Ecommerce Holiday Season

2024 Cyber 5 and Holiday Season Ecommerce

Cyber 5 Ecommerce Sales by Day

Cyber Monday Data

Cyber Monday remains the biggest U.S. online shopping day of all time, as shoppers took advantage of bigger-than-expected discounts in categories such as:

  • Electronics at 31% (vs. 31% in 2023)
  • Toys at 26% (vs. 28%)
  • TVs at 22% (vs. 23%)
  • Sporting goods at 20% (vs. 18%)
  • Apparel at 23% (vs. 24%)
  • Computers at 22% (vs. 24%)

Data Compared to October 2024 Shopping Days

Toys were a clear winner (stated by Adobe), with online sales growing 680% compared to an average day in October 2024. Other categories with strong demand included personal care (online sales up 530%), jewelry (up 478%), appliances (up 464%), electronics (up 452%), and apparel (up 392%).

U.S. Ecommerce Cyber 5 + Cyber Week Holiday Sales

Cyber 5 ecommerce sales in the U.S. topped $41 billion in 2024, according to Adobe Analytics for the five-day stretch from Thanksgiving through Cyber Monday.

Salesforce ecommerce data from the entirety of Cyber Week (Tuesday prior to Thanksgiving through Cyber Monday, a seven-day period) shows that U.S. consumers spent about $76 billion. Comparing the Adobe and Salesforce projections shows some similarities and some differences in the two big firms during Cyber Week.

Black Friday Ecommerce Sales

  • Adobe: $10.8 billion in 2024, up from $9.8 billion in 2023 and $9.1 billion in 2022
  • Salesforce: $17.5 billion in 2024, up from $16.4 billion in 2023 and $15.05 billion in 2022

Cyber Monday Ecommerce Sales

  • Adobe: $13.3 billion in 2024, up from $12.4 billion in 2023 and $11.3 billion in 2022
  • Salesforce: $12.8 billion in 2024, up from $12.6 billion in 2023 and $12.23 billion in 2022

Adobe vs. Salesforce

U.S. ecommerce spending during Cyber 5 and Cyber Week

What do people buy most on Black Friday?

Cyber Week Ecommerce Stats

Mobile Shopping: Smartphones accounted for $5.3 billion of the $9.8 billion in online sales on Black Friday, up 10.4% YoY, and accounted for 54% of online sales  according to Adobe. The mobile experience has finally reached new heights as consumers trust the experience as much as desktop.

Mobile shopping overtook desktop: Mobile shopping took charge on Thanksgiving with 59% of online sales, compared to 55% in 2022. Usage remained high across Cyber Week, with smartphones driving 51.8% of online sales (up from 49.9% in 2022) according to Adobe. The mobile experience has changed the way consumers shop online and it’s evident by the latest Adobe figures, as more and more consumers are turning to their phones for a faster and on-par experience.

Shipping and Curbside: Shopping behaviors took a turn that was a bit unexpected. As 80% of shoppers decided to use standard shipping. Meanwhile, a trend that was on the rise, took a step back as curbside pickup, BOPIS was only used in 12.7% of online orders, compared to 14.8% in 2022.

Traffic & Volume: 2023 is the year of high traffic and order volume that led global ecommerce to $298 billion in online sales according to Salesforce. Traffic grew 5% year-over-year during this 7-day period (Tuesday through Cyber Monday).

Growth All-Around: Ecommerce saw growths across the globe including the U.S. and Europe. Black Friday saw even growths across the U.S. (9%), Europe (8%) and globally (8%). Cyber Monday saw Europe (10%) leading the way, as U.S. online sales grew 3% and globally 5%.

AI Making an Impact: The hottest topic in most industries has been what is the role of AI and where will it take the industry in discussion. On Black Friday 2024, AI and Salesforce’s Agents drove $14.1 billion in ecommerce sales, the platform provider said.
In ecommerce, according to Salesforce, AI played a big role in accumulating $51 billion (17%) of global online sales $281 billion) during the 7-day period of Cyber Week. “Seamless and personalized shopping, enabled by AI, helped fuel online growth and customer profitability.” (Salesforce)

Amazon & Walmart Online Holiday Shopping Stats

Amazon, Walmart lead Cyber 5 sales share

Traffic to Amazon.com accounted for 26.5% of all U.S. visits to Top 1000 retailers during the Cyber 5, according to Digital Commerce 360 analysis of Similarweb data. Amazon had the highest U.S. traffic of any retailer site during that period.

Walmart had the next-largest traffic share between Black Friday and Cyber Monday. It said its online marketplace had its two most successful sales days to date over the Cyber 5. Black Friday and Cyber Monday were the two biggest sales days, the retailer said without revealing specifics. Millions of consumers shopped on the website during those days, it said.

Despite an increase in sales, Walmart’s share of the total U.S. visits to Top 1000 retailers during the Cyber 5 was down 2.2% from the comparable 2022 holiday shopping period.

Consumer Shopping Behavior

Consumer Shopping Statistics

Over Cyber Weekend 2023, Numerator surveyed over 5,000 verified buyers to find out what they bought, where they shopped, and what influenced their decisions.

Shoppers spread their purchases around with 27% of shoppers buying at 5+ different stores/websites. Only 8% of shoppers purchased at one store.

To prepare for Cyber Weekend shopping, consumers searched retailer websites (51%), browsed digital ads (43%), made a list of products to purchase (33%), used search engines to find deals and/or products (31%), and browsed social media (24%).

45% of shoppers planned their Cyber Weekend shopping more than a week in advance, but 26% were spontaneous and decided to shop the day before or day of the event.

Holiday Ecommerce Feed